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The purpose of this study is to present a mini-integrated review on upcycling as a marketing strategy used by brands in promoting sustainability. Upcycling has emerged as a promising strategy for sustainability in the fashion industry. Activities within the industry have resulted in the release of toxic chemicals, carbon emissions and unsustainable products with significant environmental impacts. This has influenced manufacturers and researchers to adopt alternative but sustainable approaches.

In this mini-integrated review, relevant documents and information were sourced from appropriate databases and websites to provide a brief insight into upcycling as a marketing tool.

This mini-integrated review further provides insight into how effective upcycling can be integrated into a brand’s marketing strategy as a tool to communicate its commitment to sustainability and the production of high-value products for consumer satisfaction. It concludes that the fashion industry has a significant impact on the environment, and the practice of upcycling has surfaced as a potential solution to address issues of sustainability paving the way for further studies.

Brands use upcycling to differentiate themselves from competitors and appeal to consumers who prioritize sustainability. By emphasizing the environmental benefits of upcycling, brands can position themselves as leaders in the domain of sustainable fashion practices.

Decision-makers often struggle to combine advice with their own intuition. This study examines how advice-giver traits and decision-makers’ intuition influence advice uptake. We present a novel typology based on decision-makers’ trust in advice-givers and their perceived expertise.

This qualitative study uses a sample of publicly available interview data with 51 elite performers. Using inductive and content analysis, we explore the mediation between decision-makers’ intuitive competence (ability to effectively deploy intuition in interface with advice) and their autonomy (self-endorsement from past performance).

We identify four sources of advice: mentor advice, specialist advice, confidant advice and commentator advice. Drawing on instances of different sources of advice along varying degrees of trust and expertise, we propose a framework for interaction between intuitional competence and advice characteristics.

We offer a novel way of contextualising nuanced forms of advice and provide a structured typology of sources, characterised by trust and expertise. This typology and our findings help reconcile contradictions in decision-making research. Finally, we offer practical guidance for the uptake of advice.